Laura Wood, co-founder of Golden Goose PR, describes how important it is to maintain a personal relationship with the media and not to rely on tech­nology to communicate. This, she argues, will benefit the client and the agency's business.

In this week's video podcast Wood says: ‘It is imperative to establish personal relationships with the media, and this is what we've tried to do. It is important to go out and meet the press in the flesh and to know them on a personal level and have fun with them.'